Something has gone WRONG!

Something has gone wrong. Your order is complete but unsatisfactory because something is not what you expected. Let's freeze frame right here. Let's travel back in time to see where things go wrong, and what to discuss with the vendor (hopefully not me) to resolve the problem.

Here’s the scoop. This week we’ll look averting quality and proof related problems. Next week we'll look at problems with shortages and delivery and try to get a perspective on the issue as a whole.

QUALITY:

Problem: You'll know 'em when you see 'em. Color variation or mis-registration, uneven or incorrect trimming and folding, etc. Pull a few samples from various points in the run and see if the problem is persistent. (Sometimes a few "makeready" or set-up sheets get mixed into the run, and maybe it's not time to push the panic button.)

Solution: Call the vendor and ask for them to come see the samples, and if necessary go through the entire job to sort it out. DO NOT devote your own staff time to this task. DO NOT just suffer the problems in silence. Remedies can range from a sincere apology (minor problem) to a price adjustment (up to about 10%) to an out and out re-run if the product is truly unsatisfactory.

Hint: It's important to be up front about your expectations, and to speak up if you don't like what you receive. Printers work with a wide variety of customers, and some care a lot more about quality than others. You want to be sure they are aware of where you fall within that spectrum, and you will find out rather quickly if that vendor is a good match for your work.

PROOF RELATED PROBLEMS:

The key to understanding proofs is knowing who is supposed to do what:

Vendors are responsible for clarifying the limitations of their proofing system (none are perfect) and explaining what it is the customer is looking at. For instance, if a job prints in spot colors and the proof renders the colors badly, the vendor may need to provide a Pantone ink matching book. Another example is a proof is on white proofing paper, and the customer is unfamiliar with the actual stock...the vendor may need to provide a swatch along with the proof.

Customers are responsible for checking the proof IN DETAIL to be sure nothing goes wrong when the file moves from their system to the vendor's computer. Here are some things to watch out for in particular:

PROBLEMS:
· I can't tell you the number of times people have said to me "you can take this proof back with you right now" after merely glancing through the pages...this is a very dangerous thing to do. Just because nothing has ever gone wrong before doesn't mean this won't be the first time. The consequences of missing something can be dire and your remedies are virtually nil. If you don't understand what you're looking at, don't sign it...it's a contract.

· Beware the option on the proof slip which says "OK with changes" and you decline to see another proof. If there is a subsequent error, even if it's the printer's fault, you have waived your chance to object and the error becomes your responsibility. (Our proof slip doesn't even contain this option because it's so often misunderstood.)

· What about when an error does not show at the proof stage but later shows up in the work? Sometimes a subtle technical graphics problem will arise, and in retrospect the proof has provided only a muted warning. This is a tough one...it's the price we all pay for the convenience and economy of digital proofs. There may be an incompatibility with the vendor's system, or someone may have just screwed up. You may be back to "apologies, price adjustments, re-runs". Its not what the customer or the vendor would like... if you have ANY suspicion that something is wrong make sure you indicate it on the proof and bring it to the vendor's attention.

SOLUTION: Remember the critical importance of proofing because the customer has the ultimate responsibility for this function. If they delegate that role to the vendor they do so at their own risk. Never assume that a problem you see is "just a proofing issue" without the vendor's commitment to verify that's true, and to indicate so on the slip you sign. This will keep you on solid footing if something should go wrong.

HINT: No one knows why an error seems invisible on the proof, but is the first thing you see when you receive the job. A major way to improve your workflow is to stress the importance of your final "in-house" proof among your staff...(maybe even tell them it's the printer's proof to get them to focus). The more correct your file is on the way in, the more you can concentrate on the technical aspects of the printer's proof and not get bogged down on further rounds of editing.

Have a question, comment, or suggestion? Did something happen with a job you don't understand? Amusing (or not so amusing) story to share? Please comment online (can be done anonymously). Almost 100 people read this blog each week so there's a lot of untapped wisdom out there! You can also email me direct, and, as always,

Thanks for stopping by. See you online!

Hugh Butler
Your friend in the printing business